Thursday, December 11, 2014

FIR B2B #20: Indium’s Awesome Engineers

In this episode:

News & Trends

A new study finds that online
customer reviews are just as important to B2B marketers as they are to B2C
marketer. The finding underscores the need for B2B companies of all types to
have influencer review programs.

Jon Spenceley, Community Marketing Manager at Vidyard, write
an interesting piece entitled “The
Optimal Length for B2B Videos Throughout the Funnel.” He suggests that
while top-of-the-funnel videos should be limited to 90 seconds or so,
lower-funnel videos can run much longer. It all depends on what kind of content
the prospect is looking for.

Indium, a maker of
metal alloys for high-tech manufacturing, has one of the most creative and
successful inbound marketing campaigns we’ve ever seen. It focuses on
connecting engineers to the highly technical customers they serve, with Indium
experts helping customers solve problems in exchange for contact information.
It’s paying off so well that the company can afford to increase its focus on
lead quality because it has more than enough leads in the hopper.

Rick
Short championed the "From One
Engineer to Another” more than five years ago. His perspectives on the role
of marketing as an enabler of conversations rather than a messaging firehose is
one more marketers need to hear. The success of the program certainly confers
him with credibility.

Paul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

.(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

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